The conference circuit in betting & gaming has been in full swing through the first half of 2025, and at MTM we’ve been following the content closely.
From ICE to SBC to SiGMA to NEXT, we’ve witnessed numerous panels of experts discussing the state of the industry and what the future holds. Here’s what you need to know:
Evolution of sports betting
For years legacy operators in mature markets have been labelled as “excel spreadsheets” with dense info and text-heavy formats. Whilst these UIs may provide efficiency for power users, it creates UI overload for many sports bettors. Fuelled by the explosion of FanDuel and DraftKings, building products for the next generation of sports bettors, we’re seeing several UX innovations—from “Netflix-style” card-based interfaces to odds sliders or probability meters to curated SGP/accas. Evolution is underway, and those who fail to innovate with inevitably lose share.
The black market is increasingly seen as a competitor
The sheer revenue numbers that some markets are losing to the black market has made licensed operators sit up and take note. Once largely disregarded by regulators and licensed operators, it is now recognised as a formidable and persistent competitor. Though some of this growth is due to aggressive promos, fewer restrictions on bonuses or navigating marketing bans, unlicensed operators often simply have better products. Clearly regulators have a huge role to play in curbing black market growth, but licensed operators also need to listen to their customers and adapt their product and brand to meet the needs of todays’ bettors/players.
Super-charged localisation
The days of adapting language and calling that localisation are over. Operators and suppliers are increasingly aware that to succeed in new markets, localisation requires a deep understanding of culture, visual cues, colours, preferred game types or themes, payment methods and customer support channels. We’ve heard numerous operators and suppliers talk about how they create structured market implementation plans before new market launches and how this has led to commercial success. Good localisation can mean the difference between a platform that feels foreign and one that players trust and enjoy, ultimately boosting acquisition and retention.
Depth of content means more than breadth
Ever seen an operator brag about how they have over 2,000 titles? So have players, and they don’t care! Whilst some players return to the same titles they’ve played for years, the new generation of players demand better experiences, ones that replicate other entertainment experiences such as video gaming. For suppliers this means introducing more skill-based mechanics and decision-making, making gameplay more interactive. For operators this means using data-driven curation providing players with titles they may like based on their preferences. By doing so you can serve players actual value, creating memorable experiences.
Everyone is talking about AI, but few are excelling
We had to mention it, as it’s been everywhere! We’ve lost count of the number of panels where experts talk in circles about the benefits of AI. Of course it will have a huge impact as operators and suppliers currently work out how best to implement AI tools and solutions. But for now it’s being used simply to automate what humans already do, rather than introduce fundamentally better customer experiences. What is most telling is that none of these panels ever focus on the end user. We would love to give numerous examples of how customers are being served a transformative experience, but as an industry, we’re not quite there.
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